You could describe our job as "taking Dockerfiles from customers and running them globally"; the way we actually "run" Docker images is to convert them to root filesystems and run them inside Firecracker. Firecracker is the core of our stack.
Most organizations don't have the multi tenant problem we do, and end up just using Docker when they do containers.
But I also think it's fair to call "Firecracker VMs" containers. Most of what those people are talking about is application packaging and deployment, not necessarily what actually runs.
For what it's worth, I am also cynical about "cloud native".
Fwiw we run as many services as we can on our own platform. Mission critical systems like our registry, api, redis servers, and much more are all running as fly apps in firecracker.